Brand Guidelines
DOWNLOAD PDF
Tools and assets to create distinct, elevated brand experiences.
Foundation
LEARN MORE
Visual Identity Elements
Introduction Overview Elements – Logotype Elements – Typography Elements – Color System – Formats System – Grids System – Typography Art Direction – Photography Art Direction – Illustration Haworth Group
Corporate Materials
Voice
Digital
Brand Touchpoints
Introduction Business Card Letterhead Envelope Email Signature – Haworth
Introduction PowerPoint Presentation Digital Customer Presentation Customer Story White Paper Product Sheet Invite (Printed) Evite (Digital)
MENU
HOME
Visual Identity
Resources
Introduction Homepage Social Media
Overview Brand Attributes Engagement Approach Preserve Brand Integrity
Vision and Mission
Value Proposition - Organic Workspace
Story
Attributes
Haworth Group
Introduction
Overview
Elements – Logotype
Elements – Typography
Elements – Color
System – Formats
System – Grids
System – Typography
Art Direction – Photography
Art Direction – Illustration
Business Card
Letterhead
Envelope
Email Signature – Haworth
Email Signature – Haworth Collection
Brand Attributes
Engagement
Approach
Preserve Brand Integrity
PowerPoint Presentation
Digital Customer Presentation
Customer Story
White Paper
Product Sheet
Invite (Printed)
Evite (Digital)
Homepage
Social Media
@ 2023 Haworth, Inc.
Cookie Policy
Terms of Use
Privacy Policy
Vision and Mission Value Proposition - Organic Workspace Story Attributes Haworth Group
Our brand guidelines provide the tools and assets that help us create distinctive and elevated brand experiences for our audiences.
Brand Strategy
At Haworth, we believe great spaces empower people to thrive and work their best. As a leading global furniture maker, Haworth partners with customers, dealers, and influencers to create spaces that result in effective people and efficient real estate. We continue to look ahead as we have for the past 75+ years, while staying true to our values. Our customer-first approach comes from our entrepreneurial spirit, design-forward thinking, and global, multicultural perspectives.
Idea
Language
Imagery
Design
Content
Media
Typography
What we are like
Across visual and verbal communications, interactions, and impressions, the following qualities embody Haworth’s personality, expressed through our identity and voice.
Creative
Confident
Knowledgeable
Collaborative
Warm
Visionary
Dynamic
Insightful
Haworth Vision
Commercial Interiors
Lifestyle
Brand Identity
Aligning people and space for optimal performance.
Haworth Mission
Value Proposition
We partner with customers, dealers, and influencers to create spaces that result in effective people and efficient real estate.
Great spaces empower people to thrive and work their best.
AIS*
Generating original ideas and producing forms through imaginative skill to bring into existence something new.
Asserting a leadership role by directly communicating our expertise and how it benefits the audience.
Notable thought leader and trusted source offering guidance and insight.
Working together with a shared purpose toward shared goals.
Friendly, familiar, and empathetic toward the needs of the people whose lives we touch.
Seeing the potential for new ideas with the ability to drive that vision forward.
Adapting and evolving to change and progress.
Connecting information to larger ideas to provide benefit to our customers, partners, and organization.
Your space supports the performance of your people, organization, and facility. Organic Workspace is Haworth’s process for space design developed from our global knowledge and design point of view. The result? An Organic Workspace created just for you.
OrGanic workspace
Organic workspace
With a heritage in the workplace, Haworth is the founding brand of the Haworth Group. The Haworth Group designs at the intersection of people and environments and includes the world’s greatest brands and iconic products. Through our breadth of these culturally diverse brands, Haworth delivers variety and choice for the commercial work environment. With our knowledge gained across industries, we bring this craft and expertise to you. Haworth helps tailor your space, meet your goals, and enable your people to do their best work.
BuzziSpace
Tuohy
Hushoffice
Emeco**
Ergotron**
GAN**
Pablo Designs**
Kvadrat**
Cappellini
Cassina
JANUS et Cie
Poltrona Frau
Karakter
Luminaire
Zanotta
Luxury Living Group
Ceccotti Collezioni
Interni
Crafting your experience at work, at home, and on the go.
We design at the intersection where people and environments meet to create desirable spaces and extraordinary experiences.
Haworth Group Mission
Haworth Group Vision
Message
Rich in design, innovation, and craftsmanship, this distinctive and broad portfolio includes the world's greatest brands and iconic products.
AIS
A dealer-focused company with a passion for quality, service, and agility.
AIS is a company focused on dealers and built on ingenuity. Its disruption of the office furniture industry lies in its ability to manufacture high-end systems, tables, and seating through award-winning processes, product designs, and competitive pricing. Built on a culture of fun, the members of AIS have a passion for service that translates into first-class manufacturing: nimble, quick, and dedicated.
BuzziSpace creates acoustic solutions, furniture, and lighting products for the changing workplace and the hybrid way of working. This small and mighty team believes “acoustic solutions shouldn’t be ugly.” BuzziSpace collaborates with talented designers, providing the building blocks for well-thought-out happy and healthy spaces anywhere.
Pioneers and experts in acoustic solutions to support well-being.
Cappellini has become synonymous for contemporary and avant-garde design, featuring a collection marked by creativity and expertise, combined with a passion for experimentation. The brand has become known for its instantly recognizable designs. Quality and craftsmanship lead the way, from each unique design profile to how it's made.
An icon of modern design with a passion for experimentation.
Always future focused, Cassina addresses contemporary lifestyles with the creation of complete and harmonious atmospheres. Its constant commitment to research and innovation, combining technological skill and traditional craftsmanship, is embodied in a unique, eclectic collection that spans over 12 decades of design excellence.
Design excellence, rooted in the history of modern classics with a vision toward the future.
Ceccotti Collezioni is the expression of design merging with art to create heirloom pieces, a precious legacy that passes from father to son. Tuscan roots perpetuate the culture of beauty and craftsmanship in woodworking—to conceive and create unique products with a distinctive design that expresses a sophisticated, unostentatious luxury. Each project is marked by a shared vision of design excellence, which stems from the alchemy between Ceccotti designers and craftsmen.
Crafters of artisanal wood masterpieces, handmade in Tuscany since 1956.
“Begin with what’s left over, turn it into what will last.” This is the principle on which American furniture maker Emeco was founded. Emeco continues this philosophy by exploring and innovating ways to use consumer and industrial waste, and environmentally responsible resources. The result: simple, timeless furniture that sits lightly on the planet—indoors and out.
Sustainable simplicity—American made.
Emeco
Ergotron is a global company focused on improving how people work, learn, play, and care for others. As a pioneer in ergonomic solutions for office, healthcare, and education, Ergotron designs innovative products, helping people thrive through movement and adaptability. Ergotron moves toward earth-friendly policies that not only help people, but also the world we live in.
A movement company, giving people freedom for how they work.
Ergotron
GAN incorporates fresh designs, colorways, and techniques—all brought to life by the hands of skilled artisans. This ecosystem of innovation emerges from international designers who reinterpret the application of traditional techniques to contemporary designs. GAN rugs are not merely objects—they are a system of shapes and spaces that redefine the concept of craft.
Design creativity brought to life by skilled artisans.
GAN
Acoustic insulation of the human voice is Hushoffice’s expertise—it’s all about the perfect balance. Serving an international market, Hushoffice analyzes global workspace trends and best practices to understand what people need: interior solutions that are flexible by design. Hushoffice acoustic pods provide adaptable, ergonomic solutions that give people control over their work and daily activities.
A sound choice for new ways of working.
For over 90 years, Interni has been an international company specializing in designer furniture, interior design, and project management, offering a total design experience. It’s a journey through materials and artisan techniques that is made possible by Interni’s consolidated know-how and global network of partners and collaborators. Founded in 1933 in Verano Brianza, Italy, its history is deeply rooted in the international success of “Made in Italy” design. Today it offers a complete array of interior design services, always staying true to the founders’ passion and vision.
Ambassadors of “Made in Italy” design.
JANUS et Cie is an industry leader in design-driven furnishings for the outdoors, delivering nature’s inspiration to built environments to support connection, balance, and well-being. JANUS et Cie is committed to what’s next—not only in materials and engineering, but also in supporting the future needs of individuals and organizations.
Indoor elegance and outdoor performance, inspired by nature.
Founded on rebellious curiosity and a passion for the unique, Karakter is a bit out of the ordinary. Rooted in the proud Danish design tradition, but always maintaining an international outlook, Karakter presents a striking portfolio of furniture, lighting and objects from designers who have already written the history of design to those who are aspiring to write the future.
Rooted in Scandinavian design, founded in curiosity and a passion for the unique.
Kvadrat is a leader in textile design innovation, with a commitment to color, quality, simplicity, and innovation. Based in Denmark, with showrooms around the world, Kvadrat works with leading designers, architects, and artists to create high performance textile solutions, invest in sustainable development and conscious design, and push the aesthetic and technological boundaries of textile design.
Leader in design and performance textiles.
Kvadrat
Luminaire stands as a haven for the curious, a destination for exploration devoted to curating environments that uplift the human spirit. Anchored in a unified philosophy, our methodology encompasses design education, boundless inspiration, and impeccable execution. This foundational framework permeates every dimension of our commitment, spotlighting our resolve to democratize access to unparalleled design experiences.
A haven for the curious, devoted to curating environments and experiences that uplift the human spirit through unparalleled design.
Luxury Living Group is leader in the design, manufacture, and distribution of luxury furniture for some of the most important brands on the international scene: Versace, Dolce & Gabbana, Trussardi, Bentley, and Bugatti, as well as its own brand, Luxence Luxury Living. It is a success story marked by craftsmanship, experimentation, fine materials, and attention to details, in a perfect balance between tradition and future.
Leader in the luxury furnishing segment, creating distinctive lifestyles for some of the most important brands.
Pablo Designs blends lighting innovation with leadership in interiors to ensure every space fulfills its potential and purpose. Their mission is to create designs that deepen the relationship between objects, their users, and their environments. Established with the vision that the right light can transform any environment, Pablo Designs creates lasting solutions that provide a lifetime of illumination, usefulness, and discovery.
Lighting that transforms any environment.
Pablo Designs
Poltrona Frau is a beautiful blend of heritage, elegant creativity, handwork, technology, and the finest materials, including leather. It is quintessentially Italian—with over 110 years of heritage in crafting upholstered furnishing and accessories for homes and public spaces, as well as servicing and upholstering interiors for the luxury automotive, aviation, and yachting sectors.
Founded in 1912, one brand with three souls: handmade in Italy furnishings, custom solutions for public and private spaces, and luxury interiors for cars, aviation and yachting.
From the beginning, Tuohy’s purpose has been the same—to provide furnishings that make people’s lives more productive, more pleasing, and more treasured. Tuohy specializes in personalized solutions in casegoods, conference tables, and seating that grace the boardrooms and private offices of some of the largest companies in the world.
Personalized, quality wood furniture for the refined workplace.
The story of Zanotta is of one intuition—of risk taking, curiosity, reward and, above all, accomplishment—written over seven fruitful decades. In that span, the brand has churned out a staggering total of 550 designs, many of which became undisputed icons now also residing in permanent collections at the most prestigious museums and institutions around the world.
Designed by passion—bolstered by a pioneering approach and inspired by radical design ideas.
Owned
Partner Brand
Curated Products
Haworth Group is the parent brand over Haworth Commercial Interiors and Lifestyle. The intent is to maintain and celebrate each brand's unique identity. Lead with Haworth and promote the attributes and benefits of being part of the Haworth Group when relevant.
*Unaffiliated brand
Not publicly linked to Haworth
outcomes
ALL
Performance
Perspective
Process
Haworth Group Brands
Haworth is the founding brand in the Haworth Group.
Click on brand names to learn more
Haworth
As a leading global furniture maker, Haworth partners with customers, dealers, and influencers to create spaces that result in effective people and efficient real estate. We continue to look ahead as we have for the past 75+ years, while staying true to our values. Our customer-first approach comes from our entrepreneurial spirit, design forward thinking, and global, multicultural perspectives.
North American partner brand
**North America
Our approach is confident, simple, and open: We use creativity and research to make design relevant, simplify the complex, and be inclusive. These guidelines help define the identity elements and how to use them—they’re a set of tools, not a rigid system.
Formats
System
We use a unified system based on a letter format (8.5 x 11 inches). Use a 16:9 aspect ratio for digital presentations.
• •
01 Layout Sizes (United States)
Print Letter, 8.5 x 11 in
Digital Widescreen: 16:9 aspect ratio PowerPoint Presentation: 960 x 540 px Hi-Res Digital Presentation: 1920 x 1080 px
Print Tabloid, 17 x 11 in
For Europe and Asia Pacific we use the international ISO Standard system, based on the A Series. A4 designs correspond to letter and A3 designs correspond to tabloid. Use a 16:9 aspect ratio for digital presentations.
02 Layout Sizes (International)
Print A4, 210 x 297 mm
Print A3, 420 x 297 mm
Layout Sizes (United States) Layout Sizes (International)
01 02
02
Layout Sizes (International)
Layout Sizes (United States)
01
Grids
Using a grid ensures that layouts are constructed in a clean and organized fashion. The grid helps apply structure to information and guide the way people read our communications. All printed grids are built on a 12 pt. baseline grid system, allowing for maximum flexibility in column structure.
The grid can be adapted to any format—vertical or horizontal. Use a continuous even margin based on 12 pt. increments (12 pt., 24 pt., 36 pt., 48 pt., etc.). For digital presentations the size is based on the default PowerPoint slide (960 x 540 px) and the margins are set at 30px (three times the height of the logo at 10 px).
• • •
Letter 8.5 x 11 in
Widescreen 16:9 aspect ratio
Modular Layout (Portrait)
Our modular system is based on dividing the page in fourths.
Four columns have a 12 pt. gutter (based on the 12 pt. baseline grid). Horizontal guides are defined by dividing space inside the margins in fourths, and these guides sit on the baseline grid. Compositions are created by placing content inside the modular fourths. Recommended modular layouts are half-half and 1 to 3.
For more expressive applications (when color or images are full bleed), a half-half module is recommended. For full bleed applications, margins are adjusted inside both halves to maintain consistent internal margin of 36 pt. Examples are shown in letter format (8.5x 11 in.).
• • • •
Modular Layout (Landscape Format)
The four column grid is also applied to digital presentations. Standard PowerPoint slide: the four columns have a gutter of 24px, in set margins of 30px Recommended modular layout is 1 to 3
Same grid can be used with full bleed content (color or images) Examples are shown in widescreen, 16:9 ratio.
Typographic variations built into the use of multiple fonts (or typefaces) and styles define the brand look and feel.
Fonts (Typography)
01 Hierarchy
How to apply
Letter spacing or tracking should typically be set to its default (0). However, when fine-tuning copy, up to -10 and 10 units of tracking are allowed. Never add additional tracking to Founders Grotesk or Plantin outside of the -10 and 10 bracket.
02 Letter Spacing
These examples show typographic hierarchy and styles
03 Style
Use type to emphasize Be concise Use title case for headlines, without punctuation The larger the type size, the shorter the copy Stack type rather than forcing it into one line Apply callout treatments sparingly to headlines Use quotations as pull quotes or introduced within the context of body copy
04 Do's
• • • • • • •
Add a period or an exclamation point to a headline Use all caps Use floating quotations Over-emphasize everything—this feels too “shouty” Force copy into a headline if it’s too long; instead, consider editing or moving it. Underline type unless it’s a digital hyperlink
05 Don'ts
• • • • • •
Hierarchy
Letter Spacing
Style
03
Do's
04
Don'ts
05
Typographic hierarchy is based on a 12 pt. grid. With larger type sizes, scale type by increments of 12 pt. to maintain a proportional text hierarchy. Existing sizes are related to letter format (8.5 x 11 in.). For larger documents the relationships should be scaled.
How to apply:
Our visual identity includes core elements—logotype, color, and typography—to visually convey our brand and make Haworth recognizable and memorable across every application.
Logo Fonts (Typography) Color
01 02 03
Color
01 Logo
The Logo
Our Haworth logo is the primary frame of reference for our brand and the unifying element across all communications.
Fonts (typography)
Our typography pairs the sans-serif font family, Founders Grotesk with the serif typeface, Plantin, communicating modern design and heritage in combination with one another.
Founders Grotesk Bold XCnd ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnop qrstuvwxyz0123456789!?.;“”$&#%(){}*
Founders Grotesk Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!?.;“”$&#%(){}*
Plantin MT Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!?.;“”$&#%(){}*
Our color palette is flexible and harmonious, taking our furniture palette in mind and pairing complementary dark and bright colors to allow photography and information to stand out.
Sub-brands like Haworth Collection and Haworth Health emphasize the Haworth logo and do not require additional design for differentiation. For sub-brands, use the Haworth logotype followed by descriptors set in Plantin.
Use the standard and minimum size sub-brand logos provided Use only the horizontal lock-up at the minimum height Haworth is always the same height in the master brand and sub-brand logotype Haworth and the sub-brand descriptor always sit on the same baseline when horizontal Don’t add a trademark symbol to the sub-brand logotypes When a trademark is needed use the recommended placement of the trademarked master brand logotype
How to apply: • • • • • •
Sub-Brands
Horizontal Lock-up (recommended lock-up)
Vertical Lock-up
Partnerships
Horizontal Lock-up
Haworth, the dominant logo, is always on the left or the top, with the partner logo on the right or bottom. When permitted, neutralize the partner logo in Petrol Black.
The Haworth Preferred Dealer logotype can be used in a horizontal or vertical lock-up.
How to apply: •Use the Founders font for Preferred Dealer lock-up as it maintains Haworth as the master brand. •Dealer logos are always on the left or top of the Haworth Preferred Dealer logo. •Don’t add a trademark symbol to the Preferred Dealer logotype. •When a trademark is required, use the recommended placement of the trademarked master brand logotype.
Preferred Dealer Logotype & Co-Branding
01 Logo sub-brands 02 Logo partnerships 03 Logo Preferred Dealers
03 Logo Preferred Dealers
02 Logo partnerships
01 Logo sub-brands
Use Founders Grotesk font for Preferred Dealer lock-up as it maintains Haworth as the master brand. Dealer logos are always on the left or top of the Haworth Preferred Dealer logo. Don’t add a trademark symbol to the Preferred Dealer logotype. When a trademark is required, use the recommended placement of the trademarked master brand logotype.
Don’t change the logo. Use the Haworth logotype correctly and consistently to maintain design integrity.
Do not use drop shadows on the logotype
Do not cut off the logotype
Do not rotate, invert, spin, angle, or pivot the logotype
Do not stretch the logotype
Do not enclose the logotype in a shape
Do not type the logotype
Do not outline the logotype
Do not fade into the background with type on top
Do not use more than one logo per visual surface
Do not use gradients in the logotype
Do not use on background that makes logo illegible
Do not use colors outside of the Haworth palette
Here are examples of incorrect logotype usage.
Maintain Integrity
Logotype
Element
The wordmark evolved the previous logo to make it more legible across a range of applications and easier to use. It is based on mid-century letter forms with a geometric cut. The result is confident and elegant, a nod to Haworth’s heritage with an eye to the future.
Blank text line
Blank space 2X
X is defined as the area around a logotype that excludes other graphics and typography. Allow for at least double the height (x) clear space around all sides of the logotype. The majority of applications require the standard logo size, with stated exceptions where a minimize size logo is appropriate.
2 pt
x
2X
X
Logo clear spacing and minimum spacing
DOWNLOAD LOGO
A registered trademark is generally used in conjunction with Haworth logo at least once within each application. Exceptions may include Haworth showrooms and signage, premiums, digital applications, and some publications. Contact HaworthBrand@haworth.com with any questions.
Logo trademark
The logotype acts as a visual anchor and should always be placed toward the top and left-aligned in both print and digital applications. Minimum margins are determined by the height of the logotype. All margins should adhere to the (x) logic and apply appropriate usage (1x, 2x, 3x) depending on scale of the logotype.
Logo placement
3X
01 Logo 02 Logo clear spacing and minimum spacing 03 Logo trademark 04 Logo placement
04 Logo placement
03 Logo trademark
02 Logo clear spacing and minimum spacing
Same minimum height as the Haworth logotype Not within text unless it’s the first and only instance of the registered logotype Recommended placement: in footer with legal text at minimum height When in doubt, err on the side of “over-marking”
Our typography pairs the sans-serif font family, Founders Grotesk, with the serif typeface, Plantin, communicating a blend of modern design and celebrated heritage.
Founders Grotesk Bold XCnd ABCDEFGHIJKLMNOPQR STUVWXYZabcdefghijklmnop qrstuvwxyz0123456789!?.;“”$&#%(){}*
Founders Grotesk Family ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefg hijklmnopqrstuvwxyz0123456789!?.;“”$&#%(){}*
Plantin MT Pro RegularABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstuvwxyz0123 456789!?.;“”$&#%(){}*
The use of Founders Grotesk and Plantin is key to the integrity of the Haworth design system. They are used when the brand expression is the strongest to convey clear and confident messaging. The interplay of this typeface combination is unique to Haworth and communicates design leadership. Purchase Founders Grotesk via the Klim Type Foundry. Purchase Plantin MT Pro from Adobe Fonts.
• • • • •
Corporate Typeface (for Agencies)
Founders Grotesk
Plantin MT Pro
FIND FOUNDERS FONT
FIND PLANTIN FONT
Founders Grotesk and Plantin are the only licensed typefaces intended for use by the Haworth Creative Studio. In the few instances or use cases when they are not available, Franklin (in lieu of Founders Grotesk) and Century (in lieu of Plantin) can be used as alternatives for Microsoft Office applications, but their use will give the brand a generic look and feel. Do not mix default typography with Founders and Plantin. Use Arial for all email communications. For Chinese characters use Ping Fang TC .
Alternate Typeface (Everyday)
Franklin Gothic
Century
Corporate Typeface (for Agencies) Alternate Typeface (Everyday)
We use colors in the right proportions to create harmony. The neutral color is a backdrop for and paired with complementary dark and bright colors. This underlying principle provides general guidance for color usage and for more advanced applications. Colors in these guidelines are displayed in RGB. Use CMYK formulas for printing.
Cream Tint TINT 40% PMS 7500 C C3 M2 Y12 K1 R242 G239 B222 HEX #F2EFDE
Petrol Black PMS 303 C C100 M47 Y22 K82 R0 G29 B52 HEX #001D34
Dark Blue PMS 2187 C C100 M43 Y3 K46 R0 G74 B120 HEX #004A78
Dark Green PMS 329 C C100 M42 Y64 K13 R0 G107 B102 HEX #006B66
Dark Red PMS 201 C C22 M94 Y67 K22 R161 G42 B63 HEX #A12A3F
Dark Terracotta PMS 173 C C12 M79 Y98 K0 R218 G91 B43 HEX #DA5B2B
Bright Blue PMS 2191 C C86 M14 Y0 K0 R0 G162 B225 HEX #00A2E1
Bright Green PMS 2412 C C60 M0 Y54 K0 R101 G194 G150 HEX #65C296
Bright Orange PMS 164 C C0 M60 Y90 K0 R245 G130 B51 HEX #F58233
Bright Cream PMS 7500 C C7 M6 Y30 K2 R231 G223 B183 HEX #E7DFB7
Bright Red PMS 2035 C C0 M100 Y80 K3 R229 G25 B56 HEX #E51938
Gray Tint TINT 70% PMS Cool Gray 1 C C0 M0 Y0 K10 R230 G231 B232 HEX #E6E7E8
Neutral
Core
Dark and Bright Accents
Color Formula: Neutral + Core + Dark and Bright Accents
Neutral (Choose 1)
Dark
Bright
Bright Red
Petrol Black
Cream Tint
Gray Tint
Neutral Cream/Gray, Petrol Black, and Bright Red are our core colors and represent our brand consistently across applications. They are a foundation for color our Neutral + Dark + Bright formula. Use core colors in corporate applications.
Essentially Haworth
Neutral (coose 1)
Bright Blue
Bright Green
Bright Orange
Bright Cream
Bright (choose 1)
We use standard colors for standard collateral materials.
Standard Colors
Dark Blue
Dark Green
Dark Red
Dark Terracotta
We use expressive colors for more external facing applications that require expression in their identity, from social media to events. Follow the Neutral + Dark + Bright color formula.
Expressive Colors
Color formula: Neutral+Dark+Bright Essentially Haworth Standard colors Expressive colors
01 02 03 04
Expressive colors
Standard colors
Color formula: Neutral+Dark+Bright Core colors : Essential Haworth Standard colors Expressive colors
Corporate Color
Standard Color
Expressive Color
Depending on context, the Haworth logo may require different color usage—from corporate to more expressive: Bright Red, Petrol Black, and specific color combinations, based on application.
Logo Color Usage
Color in Photography – When optimal photography is not available, use color as a treatment on photos.
Color in Illustration – Use the color palette when creating illustrations.
Color as Composition – Use the color palette in typography and as a color block in modules.
Additional elements bring in color and should be considered as part of the overall composition.
Color is Everywhere
Work within the defined color palette to create a distinct branded experience. These examples illustrate how not to apply color in composition and application.
Don’t use Bright Red outside of institutional applications
Don’t use non-brand colors
Don’t be too loud or use multiple Bright colors in one composition
Don’t use transparency
Don’t use gradients
Make sure there is enough contrast to guarantee legibility with typography
Color Don'ts
Logo color usage
Color is everywhere
Color don'ts
Choose one Neutral color for the background Put copy in Petrol Black Use Bright Red as an accent (e.g., logo or small callout); note that it’s also used for the business card background
Use Petrol Black and one Neutral as background or copy color Use bright colors in moderation as accents (small callouts or infographics)
Use one Dark color and one Bright color for either background or copy Use Neutral colors as accents Do not mix two Bright colors Maintain the formula of one Neutral + one Bright + one Dark If necessary, you can use Petrol Black as a second Dark color
Photography
Art Direction
Photography humanizes the deep research that goes into our understanding of how people use space, and brings product to life in an aspirational way by showing how it fits into lives and spaces. The following guidelines explain the principles behind this approach and give visual inspiration.
Light changes the mood and light conditions reflect human presence (shadows, variation). Use natural light as much as possible. If natural light is not possible, use soft lighting (e.g., a softbox).
01 Natural light
Use spaces and people we aspire to. Work with photography partners that demonstrate quality work. Avoid overly retouched or staged images.
02 Authentic
Spaces and furniture are essential and reduced. Reduce clutter and complexity.
03 Balanced
Natural light Authentic Balanced
Balanced
Authentic
Natural light
Photography elevates the brand
Respect natural colors and textures Avoid distorted lenses and forced angles
Frontal views are usually the most flattering to spaces Avoid overheads unless trying to show an entire space
Spaces
Steal the moment (vs. posing) Always cast people who can be used in videos and not just still imagery Approach photo shoots in the same way as if you are shooting a film, considering the framing and narrative of each shot
Make people look relaxed Emphasize people (vs. product) as the focal point to document for a specific content purpose
People
Play with composition using foreground and background Don’t over-stress the depth of field Shoot at eye level Show details that give a sense of the materiality
01 Narrative
Center product within the frame Shoot essential angles: front, back, 90° side, and 45° angle Use even lighting Don’t overdo drop shadows Don’t cast shadows on product If no drop shadow is possible, silhouette the product Background is white with no visible horizon line
Drop shadows show dimensionality but need to be used minimally. Below are guidelines for preferred style and attributes.
02 White Sweep
Narrative White Sweep
White Sweep
Narrative
Product
When selecting imagery from other Haworth sub-brands and partners look for natural light, authenticity, and a graphic composition. Review our guidelines on spaces, people, and product for more details on what makes a good image.
Images from Sub-Brands & Partners
Illustration
Illustrations range from informational (telling a story or specific point) to abstract (setting a mood, standing in for a concept). Some styles can be executed in-house while others should be commissioned to external illustrators to develop our illustration library.
Infographics are visual representations of information that use bold messaging and graphics to create confident compositions by using the entire page and mix of muted and accent colors. Use in documents, publications, and digital presentations as visual support.
Make infographics at a large scale in a minimalist style Based on icon compositions and developed by Haworth Creative Studio
01 Infographics
Sketch is an approach to representing spaces. This style adds collage techniques with a hand-drawn look. An alternative approach is to use a precise, in-perspective line art style that maintains size and construction details true to reality.
Avoid filters or stroke styles that too clearly reveal the software features
Based on a template, can be consistently applied by the Haworth interior design team
•
02 Sketch
Narrative illustration is a visual storytelling approach that incorporates human touch through collage and gestural lines, and taking on different styles, such as collage or line art. The combination of collage, hand-drawn, and a reduced color palette creates a narrative style that is unique to Haworth, aligning the brand with journalism style and communicating design leadership.
For special events, skilled illustrators may be commissioned for a unique look and feel.
03 Narrative
This style conveys Haworth’s design and art sensitivity, employing human touch to create abstract compositions that incorporate color, shape, and textures. The preferred use of this illustration style is as a background. Use our existing color palette to reflect the brand identity and create consistency over time.
Use for invites or more expressive applications when content related illustration or photography is not available.
04 Abstract
Line weights are consistent throughout all icons and increase proportionally when scaled. Any new icons will be developed from the same grid by Haworth Creative Studio.
05 Icons for All Occasions
Use framed icons to enhance style, add color, and create presence in marketing materials. Frame stroke and frame fill coloring help differentiate the meaning for each icon symbol.
Use Bright Red, Blue, Green, or Orange as a stroke color for icons and frames.
Use Petrol Black as a stroke color for icons and frames.
Frame Stroke Color
Limit stroke colors to Bright Color or Petrol Black for icons with an outlined frame.
Use Cream Tint or Gray Tint as a stroke color on a Petrol Black frame / color
Frame Fill Color
Limit frame fill colors to Dark Colors only
Use Cream Tint or Gray Tint as a stroke color on Dark Blue, Green, Red, or Terracotta frame / color
Use Petrol Black as a stroke color on a Gray Tint frame fill color
Limit Neutral frame fill colors to Cream Tint / Gray Tint
Use Petrol Black as a stroke color on a Cream Tint frame fill color
06 Framed Icons
Icons come to life when used as supporting or introductory cues to content. Colors and dotted lines can be used to add layers of complexity and style to the icons.
07 Icons as Compositions
Consider the overall texture of the page (such as a white paper) when embedding icons within copy. The ideal line weight for the icon composition is in harmony with the other elements on the page.
08 Icons are Contextual
Infographics Sketch Narrative Abstract Icons for All Occasions Framed Icons Icons as Compositions Icons are Contextual
01 02 03 04 05 06 07 08
Icons are Contextual
08
Icons as Compositions
07
Framed Icons
06
Icons for All Occasions
Abstract
Sketch
Infographics
Illustrations visually communicate complex ideas
X is defined as the area around a logotype that excludes other graphics and typography. Allow for at least double the height (X) clearspace around all sides of the logotype. The majority of applications will use the standard size logo, with stated exceptions where a minimum size logo is appropriate.
2.222 mm minimum height
Clearspace & Minimum Size
Haworth Group Logo
The wordmark includes the existing Haworth logo with the addition of “Group” in the brand font, Franklin Gothic Regular, minimally refined for consistent thickness across the entirety of the logotype. The sizing and placement accounts for previous Haworth guidelines set for sub-brands, internal groups, and co-branding.
Logo Placement & Margins Color Palette
Color Palette
Placement & Margins
Logo
Placement& Margins
The Haworth Group logotype acts as a visual anchor and should always be placed toward the top, left-aligned in both print and digital applications. The minimum margins are determined by the height of the logotype. All margins should be at least 3 times the height (X) of the logotype.
Neutral Cream/Gray, Petrol Black, and Bright Red are the Core Colors in Institutional Applications where the main content is information about Haworth as a company, therefore a perfect bridge to use for Haworth Group to represent our brand consistently across applications.
(chose 1)
External-facing applications communicate who we are as a company. They reflect the more corporate aspects of the brand, from logotype to color. These applications are produced and designed by the Haworth Creative Studio. Most of these applications employ the standard size logo, with stated exceptions where the minimum size logo is appropriate.
Letterhead 8.5 x 11 in
Business card 3.5 x 2.25 in
Business envelope Size 10
Body Century Text Size 10/12 pt Tracking 0
Address/Header Franklin Gothic Subtext Size 8/10 pt Tracking 5
The design of corporate stationery emphasizes the Haworth logotype, set in a signature shade of red.
Dimensions: 8.5 x 11 in 8 columns, 12 pt gutter Margins: 36 pt Paper Stock: Mohawk Superfine Smooth Text, Ultrawhite 80 lb
Dimensions 9.5 × 4.125 in Envelope #10 Margins 36 pt Paper stock: Mohawk Superfine Smooth Envelop, Ultrawhite 70 lb
Address Founders Subtext Size 8/10 pt Tracking 5
The corporate envelope complements the stationery.
Dimensions: 9.5 x 4.125 in Envelope #10 Margins: 36 pt Paper Sock: Mohawk Superfine Smooth Envelope, Ultrawhite 70 lb
Email signatures are set in a web sans-serif font and include an embedded Haworth logo. Arial is the font assigned for all email communication.
Name and Last Name Arial Regular Bold Size 10 px Color Black
Title/Position Arial Regular Size 10 px Color Black
Contact Arial Regular Size 10 px Color Grey (R 150 G 150 B 150)
Logo PNG Size 12 px height
Email Signature
Email Signature: Haworth Collection
Email signatures are set in a web sans-serif font and include an embedded Haworth Collection logo. Arial is the font assigned for all email communication.
Contact Arial Regular Size 10 px Color Grey (#C0C0C0)
Digital evites should capture attention through color, imagery, and headlines. Dimensions based on 5 x 7 in invite with larger text optimized for digital presentation
Evite
How these elements—logotypes, typography, and color—work together in layouts.
Our business cards were designed to accommodate bilingual usage for global regions and different color usage for sub-brands.
01 Business Card 02 Business Card Specifications
Standard Business Card
Bilingual Business Card
Name and Last Name Founders Grotesk Medium |Size 8.25/9.5 pt Tracking 5
Title and Contact Founders Grotesk Regular Size 8/9.5 pt Tracking 5 Line Break 6pt
Last Name and Name Ping Fang TC, Semi Bold Size 9/10.5 pt Tracking 20
Title Ping Fang TC, Regular Size 9/10.5 pt Tracking 20
Contact Founders Grotesk Regular Size 8/9.5 pt Tracking 5 Line Break 6pt
Name and Last Name Founders Grotesk Medium Size 8.25/9.5 pt Tracking 5
Dimensions 3.5 × 2 in Logo 11 pt height, Bright Red Margins 13pt Paper Stock Mohawk Superfine Eggshell Cover, Ultrawhite 130 lb.
02 Business Card Specifications
01 Business Card
When used correctly and consistently, our brand voice allows us to create a familiar connection when we communicate to our audiences—from clients to partners and the general public.
Our voice should be applied across everything we write with the intent of engaging the target audience.
Own Our Expertise
Speak as an industry leader and own our expertise—it’s what makes us distinctive.
Say It Simply
Be direct, clear, and concise; edit out unnecessary words and redundancies whenever possible.
Showcase Deep Thinking
Organize messaging to create a “road map” that guides the audience through content. Translate complex concepts into easy-to-understand ideas.
Voice is informed by our brand attributes—who we are and what we are like.
01 Use first or second person when appropriate to personally connect with the audience. 02 Employ active voice rather than passive voice when possible. 03 Unpack ideas using descriptive headlines and subheads that offer clarity. 04 Leverage short sentences and bullets to simplify content.
Be sure to communicate the benefit(s) of your message to the audience. Invite readers in with casual, approachable—yet professional—language that connects with people.
04 Leverage short sentences and bullets to simplify content.
03 Unpack ideas using descriptive headlines and subheads that offer clarity.
02 Employ active voice rather than passive voice when possible.
01 Use first or second person when appropriate to personally connect with the audience.
To ensure our brand attributes shine through our messaging—and to engage our audiences:
• Don't be prescriptive or too formal.
• Don't use ambiguous language, jargon, or clichés.
• Don't use third person unless necessary— it creates distance.
Refer to our Editorial Style Guide for specific standards.
"They wanted to think outside the box—from their clients’ perspectives. "
Brand voice is a strategic tool that guides the tone and style in which we write and say things.
These templates are examples of how to apply the brand guidelines in presentations, knowledge pieces, product deliverables, and other marketing collateral.
Customer stories bring our expertise in workplace design to life in a visual way, and are used as a showcase for aspirational clients, projects, and photography.
Cover
Intro Page
Overview Page
Interior Page
Use the standard color palette for all PowerPoint presentations except digital customer presentations.
Standard • Petrol Black and one Neutral as either a background or a text color • Bright colors are only used in infographics • Can be developed by all members using PPT
Infographics: Standard • Use tints of Petrol Black can be developed by all members using PPT
Infographics: Expressive • Expressive infographics are used in advanced presentations developed by Haworth Creative Studio • Use the recommended color combinations and one instance of Petrol Black if necessary
The digital customer presentation is an important sales tool for introducing Haworth and demonstrating our thought leadership. Presentation sections and content are designed to be modular to allow for customization for different audiences and needs. This presentation uses the same grid and type specifications as the standard PowerPoint presentation with the addition of the expressive color palette used exclusively for infographics. Use the Digital_Presentation_Template.indd file provided when creating all advanced digital presentations. These presentations are exclusively developed by Haworth Creative Studio.
White papers showcase our depth of research and innovation. They are intended to distill complex ideas into findings using an editorial approach through storytelling.
Back Cover
The product sheet complements the website in a digital download that shows product in use with a succinct summary of product features. The flexibility of the modular grid system accommodates a breadth of products.
Front
Back
Printed invites should capture the audience’s attention through color, imagery, and headlines
Copy and Color Block Best if you need to make something quickly or don’t have appropriate photography or illustration assets.
Half Image Use imagery that reads well in landscape format.
Full Bleed Image Make sure copy is legible with image background. Use imagery that reads well in portrait format.
Digital evites should capture the audience’s attention through color, imagery, and headlines. Dimensions based on 5 x 7 in. invite with larger text optimized for digital presentation.
Half Image Use imagery that reads well in landscape format
Full Bleed ImageMake sure text is legible with image background. Use imagery that reads well in portrait format.
Our core set of branded applications.
Haworth.com
Our website is the gateway to our company and an important brand touchpoint. We’re continuing to evolve our brand and creating a global platform to showcase digital stories.
Our social communications include Instagram, Facebook, LinkedIn, Pinterest, and Twitter. Content and messaging is mapped to each channel specifically based on purpose and audience. Check back for more social media assets as the brand evolves.
Digital content integrates storytelling with striking visual language that emphasizes the thought leadership behind our products and services. Check back for more assets as the brand evolves.
Download the logos and editorial style guide for brand consistency, and check back for branded templates as they become available. Contact HaworthBrand@haworth.com with any questions about our brand guidelines.
HAWORTH
EDITORIAL STYLE GUIDE
HAWORTH GROUP
